Spain’s Damm has launched a UK campaign for its Estrella Damm beer mark fronted by Catalan actor Albert Salazar.
Debuting late last week on Estrella Damm’s Instagram account (below), the activation centres around an advert that will run for five weeks across TV, video-on-demand, cinema, outdoor and social media channels “in a period marking the start of the summer season”. The nostalgia-tinged campaign marks the brand’s 150th anniversary this year.
Marketing spend was not specified, but the Barcelona-based brewer said this was Estrella Damm’s “biggest campaign of the year”.
As part of the brand’s birthday celebrations, Damm is also running a consumer competition to win a trip to Barcelona with a brewery experience, Michelin-star meal and a tour of the Sagrada Familia. UK consumers must buy an anniversary four-pack of the lager in retailers including Sainsbury’s, Tesco and Ocado, or visit one of 800 participating on-premise venues in the UK and scan a QR code to enter.
Marketing manager Òscar Nadal i Lamoglia said: “Our 150th anniversary this year is a significant milestone, and this campaign expertly reflects what the brand has always stood for all these years: the spirit of Barcelona, wherever you are.”
The activation follows Damm’s production investment in the UK last year, opening a site in Bedford, just north of London, in October.
